1. Arcalea Knowledge Base
  2. Marketing & Advertising Approach

What is share of voice (SOV)?

Originally defined, Share of Voice (SOV) is a brand’s share of the advertising space in their product category, understood as a stand-in for brand awareness or market share.

Share of Voice (SOV) was traditionally used by major brands as a standard metric, and used as a surrogate for brand awareness and market share. Brands determined SOV by dividing their advertising spend by the total ad spend for the product or service category.

Share of Voice Formula

A large SOV was able to dominate consumers’ immediate thoughts in a specific product category, such as purchasing a car, or laundry detergent.

SOV Curve

SOV Rule

Addressable Market

Learn more about Share of Voice (SOV) here.